Kunwer Sachdev, the founder of Su-Kam Power Systems, is widely recognised for his pioneering work in the power solutions industry. But those who worked alongside him carry a different set of memories too — of a colleague who, again and again, displayed an unconventional yet remarkably effective marketing genius. And one of his most ingenious ideas began on the dusty shoulders of India’s iconic Grand Trunk Road.
Those who travelled with him recall a peculiar preference: dhabas, the humble roadside eateries, over any fancy restaurant. For the team, there was no debate — where he stopped, they stopped. It was during one such journey to Ambala, at a typically bustling dhaba, that the spark of an idea took shape that would change the landscape of rural branding in India.
As the team savoured the simple yet delicious food, Mr. Sachdev struck up a conversation with the dhaba owner. He was always inquisitive, always observing. That day, his gaze fell upon the blank spaces above the dhaba. And then it struck him.
”Why not put up Su-Kam boards here?” he mused aloud, more to himself than to anyone else. The idea was simple, almost ridiculously so: install Su-Kam hoardings on the roofs or facades of these dhabas, with the name of the eatery neatly printed below.
The marketing head, also part of the travelling entourage, received immediate instructions. “Get these boards designed and installed. Send me the photos. Get the dhaba owner’s number — I’ll follow up.” There was no hesitation, no lengthy market research. Just pure, unadulterated intuition.
Initially, the team was skeptical. Spending a significant chunk of the marketing budget on what seemed like random dhaba signboards felt wrong to a group of professionals armed with marketing jargon and conventional strategies. It felt like a detour, an unnecessary expense. The boards themselves were simple — the prominent Su-Kam logo and branding, with the dhaba’s name almost as an afterthought underneath.
But Mr. Sachdev saw something the others didn’t. He understood the pulse of the nation and the vast reach of these unassuming roadside establishments. He recognised that dhabas were not just places to eat; they were hubs — meeting points for travellers, truckers and locals alike, and prime, untapped real estate for brand visibility.
Scaling the Dhaba Network
As the first few boards went up, a quiet anticipation filled the air. Mr. Sachdev meticulously followed up with the dhaba owners, ensuring the installations were done correctly. With the success of the initial few, his conviction solidified, and he scaled the operation — blanketing the highways and byways of India with Su-Kam-branded dhabas.
Slowly, almost imperceptibly, the impact began to show. The Su-Kam brand became synonymous with reliability, a familiar sight on every journey. The cost was minimal, especially compared to traditional advertising campaigns. This “insane” idea, as some privately labelled it, was proving to be a stroke of genius — delivering unparalleled brand recall at an unbelievably low cost.
The irony, which became clear years later, was profound. The very dhabas that had provided a cost-effective branding solution eventually grew wise to their value. As more companies recognised the effectiveness of the strategy, dhaba owners began charging hefty premiums for the coveted rooftop space. In his unassuming way, Mr. Sachdev had inadvertently created an entirely new advertising medium.
Kunwer Sachdev wasn’t armed with an MBA or fancy marketing degrees. His education came from observing life, understanding the common man, and an innate ability to connect with the grassroots. His dhaba-signboard strategy stands as a testament to his unconventional thinking, his courage to defy conventional wisdom, and his deep understanding of the Indian landscape.
Working alongside him during those formative years was, for many, an eye-opening experience — a reminder that true innovation often lies outside the confines of textbooks and boardrooms, in the simple act of observing, connecting the dots, and having the audacity to act on an unconventional idea. For those who witnessed the “dhaba revolution” firsthand, he remains the marketing maverick who saw branding potential where no one else did — proof that the most brilliant ideas are sometimes found not in strategy meetings, but on the dusty roads of India, over a simple plate of dal and roti.
The dhaba boards were one of many such strokes — see also his marketing genius at dealer meets and the audacious “Power on Wheels” tour. More of his story — and Su-Kam’s brand-building over the years — is documented across SolarManOfIndia.com, including the Su-Kam Facebook archive.
Disclaimer
Mr. Kunwer Sachdev, the original founder and visionary behind Su-Kam, is no longer associated with Su-Kam Power Systems Ltd. He has not been involved in the management, operations, or decision-making of the company for several years. Any products, services, communications, or representations made under the Su-Kam name have no connection to Mr. Kunwer Sachdev. His current efforts are entirely focused on new innovations and ventures under different entities, including his latest initiative, Su-vastika, which is redefining the energy storage and power backup industry.